Research on the Status Quo and Strategy of Luxury Brand Sales Model in the Post-epidemic Era -- Taking Chanel as an Example

Research Article
Open access

Research on the Status Quo and Strategy of Luxury Brand Sales Model in the Post-epidemic Era -- Taking Chanel as an Example

Yuhan Chen 1 , Yuxuan Wei 2*
  • 1 Zhuhai University of Science and Technology    
  • 2 Xi’an Academy of Fine Arts    
  • *corresponding author 100259@yzpc.edu.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/9/20230366
AEMPS Vol.9
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-45-4
ISBN (Online): 978-1-915371-46-1

Abstract

This paper’s research concerns luxury brands’ marketing strategies in the post-epidemic era. Most of the literature examining the marketing of luxury goods considers economic value. This literature explains marketing strategies by analyzing large amounts of data. This paper hopes to examine luxury marketing strategies in the post-epidemic era from a new perspective. The luxury marketing strategies and case studies examined in this paper examine the DNA of consumer groups and luxury brands. The research method used in this paper is documentary analysis. This paper analyses the marketing strategy of the Chanel brand in the post-epidemic era by reading the literature and finding secondary sources. This paper analyses the shortcomings of the current marketing strategy by analyzing the needs of consumers and society and the consumers’ evaluation of the brand. This paper hopes that the luxury marketing strategy will allow the DNA of the brand to be more powerful and bring higher economic and social value to the luxury brand.

Keywords:

status quo, marketing strategy, luxury brand, chanel

Chen,Y.;Wei,Y. (2023). Research on the Status Quo and Strategy of Luxury Brand Sales Model in the Post-epidemic Era -- Taking Chanel as an Example. Advances in Economics, Management and Political Sciences,9,129-135.
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References

[1]. Zi Wang, Ruizhi Yuan, Jun Luo, Martin J. Liu, Redefining “masstige” luxury consumption in the post-COVID era, Journal of Business Research143(2022)239-254 .DOI:www.elsevier.com/locate/jbusres

[2]. Wei Feng. Research on consumption trends and marketing countermeasures in the post-epidemic era[J].Modern Business, 2022(01):109-111.DOI:10.13768/j.cnki.cn11-3793/f.2022.0027.

[3]. Ningchun Han, Chunjuan Wang, New consumption, new industry and new mode under the new ecosystem [J]. China Business And Market March2021，Vol.35，No.3,DOI:10.14089/j.cnki.cn11-3664/f.2021.03.012.

[4]. Wei L, Zhang X. The current situation, problems and reflections of live webcast with marketing in the post-epidemic era[J]. Media Perspective,2021(22):85-87.

[5]. Han Hongmei. Analysis of luxury goods marketing strategy under the background of “Internet+” [J]. China Market, 2021(30):116-117.DOI:10.13939/j.cnki.zgsc.2021.30.116.

[6]. Yuan Yue. Research on Chanel’s marketing strategy in China [D]. Shanghai International Studies University, 2018.

[7]. Xinhua News Agency,Chanel: the luxury industry will go through a two-year “difficult period” and will not clear its inventory by discounting,2020.06.23 , 2020.08.21 ,https://baijiahao.baidu.com/s?id=1670264962716884887&wfr=spider&for=pc&searchword

[8]. Ning Guo. Analysis of the cultural value and design of luxury brands - taking Chanel as an example[J]. Art 100,2020,36(06):197-200+215.

[9]. Xiaoying Lu. Study on the visual consumption culture of Chanel brand[D]. Lanzhou University,2015.

[10]. Yuanyuan Chen. Research on the marketing strategy of high net worth customers of S luxury goods company[D].East China Normal University, 2021, pp:7-11.DOI:10.27149/d.cnki.ghdsu.2021.000009.

Cite this article

Chen,Y.;Wei,Y. (2023). Research on the Status Quo and Strategy of Luxury Brand Sales Model in the Post-epidemic Era -- Taking Chanel as an Example. Advances in Economics, Management and Political Sciences,9,129-135.

Data availability

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-45-4(Print) / 978-1-915371-46-1(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.9
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Zi Wang, Ruizhi Yuan, Jun Luo, Martin J. Liu, Redefining “masstige” luxury consumption in the post-COVID era, Journal of Business Research143(2022)239-254 .DOI:www.elsevier.com/locate/jbusres

[2]. Wei Feng. Research on consumption trends and marketing countermeasures in the post-epidemic era[J].Modern Business, 2022(01):109-111.DOI:10.13768/j.cnki.cn11-3793/f.2022.0027.

[3]. Ningchun Han, Chunjuan Wang, New consumption, new industry and new mode under the new ecosystem [J]. China Business And Market March2021，Vol.35，No.3,DOI:10.14089/j.cnki.cn11-3664/f.2021.03.012.

[4]. Wei L, Zhang X. The current situation, problems and reflections of live webcast with marketing in the post-epidemic era[J]. Media Perspective,2021(22):85-87.

[5]. Han Hongmei. Analysis of luxury goods marketing strategy under the background of “Internet+” [J]. China Market, 2021(30):116-117.DOI:10.13939/j.cnki.zgsc.2021.30.116.

[6]. Yuan Yue. Research on Chanel’s marketing strategy in China [D]. Shanghai International Studies University, 2018.

[7]. Xinhua News Agency,Chanel: the luxury industry will go through a two-year “difficult period” and will not clear its inventory by discounting,2020.06.23 , 2020.08.21 ,https://baijiahao.baidu.com/s?id=1670264962716884887&wfr=spider&for=pc&searchword

[8]. Ning Guo. Analysis of the cultural value and design of luxury brands - taking Chanel as an example[J]. Art 100,2020,36(06):197-200+215.

[9]. Xiaoying Lu. Study on the visual consumption culture of Chanel brand[D]. Lanzhou University,2015.

[10]. Yuanyuan Chen. Research on the marketing strategy of high net worth customers of S luxury goods company[D].East China Normal University, 2021, pp:7-11.DOI:10.27149/d.cnki.ghdsu.2021.000009.

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